Disney is looking beyond Marvel to expand Infinity Vision, its premium big-screen certification, with Paramount, Universal, Lionsgate, and Sony showing early interest in bringing the label to their own movies. However, the initiative faces a crucial test before it can become a broader Hollywood standard: whether audiences respond to its marketing when Avengers: Doomsday arrives in theaters.

Launched in April 2026, Infinity Vision gives moviegoers a recognizable label for premium large-format auditoriums, grouping existing theater-screen offerings under a common banner. Disney is positioning the certification as a way to make the theatrical experience easier to identify, without requiring cinemas to adopt an entirely new proprietary projection system.

The next challenge is convincing rival studios that the Disney-backed label can deliver commercial value beyond the Marvel Cinematic Universe.

According to Bloomberg, Disney has held discussions with Paramount Pictures, Universal Pictures, Lionsgate Studios, and Sony Pictures Entertainment about using Infinity Vision to market their releases. The studios have shown preliminary interest, but some want to assess the campaign around Avengers: Doomsday, which is scheduled to open on December 18, before committing to the initiative. That hesitation makes business sense.

According to Bloomberg, Avengers: Doomsday is a major Marvel tentpole, giving Disney an opportunity to introduce Infinity Vision to audiences already primed for a large-scale cinematic spectacle. The film also arrives in a competitive premium-screen environment, with Dune: Part Three scheduled for the same weekend and an existing IMAX agreement creating a constraint on Disney's access to those screens.

Infinity Vision offers Disney another way to promote premium presentation without relying entirely on IMAX availability.

“Yo, There’s a Lot of Doom Outside” — Anthony Mackie Drops a Forecast for ‘Avengers: Doomsday'

Infinity Vision could therefore become more than a workaround for one Marvel release.

The opportunity extends beyond putting a new logo on movie posters. Disney announced Infinity Vision in April through partnerships with theater operators, setting technical standards around large screens, laser projection, and premium sound. Bloomberg reported that approximately 5,500 screens worldwide could meet the certification requirements, giving the initiative a potential footprint roughly three times the size of IMAX’s network.

That scale is important because premium large-format screenings can command higher ticket prices and generate additional box-office revenue for exhibitors and studios. IMAX reported a record $1.28 billion in global box-office receipts for 2025, illustrating the commercial appeal of the format. Disney does not need to reproduce IMAX’s proprietary technology to make Infinity Vision useful; its advantage could lie in uniting existing premium auditoriums under a recognizable label that studios can use in their marketing.

However, audience recognition remains the missing piece. IMAX has spent years building relationships with filmmakers, exhibitors, and moviegoers, while Infinity Vision is still establishing its identity. Rival studios must decide whether the Disney-backed certification can persuade audiences to pay extra for premium screenings rather than simply add another technical label to an already crowded marketplace.

For the state-cleared and now merged Paramount, along with Universal, Lionsgate, and Sony, the calculation is straightforward: if Avengers: Doomsday demonstrates that Infinity Vision can influence ticket-buying decisions, it could offer a new way to promote theatrical releases. If the campaign fails, early interest may not translate into broader industry participation.

Sebastian Stan Reveals the Iconic Clint Eastwood Character That Inspired His Performance in ‘Avengers: Doomsday'

What do you think about Disney expanding Infinity Vision beyond Marvel? Share your thoughts in the comments.